ZO and Collective deliver ROI for TV advertisers
July 25, 2013
Global media services company ZenithOptimedia (ZO) and multi-screen multi-format company Collective have reached a multi-year agreement that provides ZO with preferred access to new solutions from Collective’s data-driven, multi-screen analytics platform. These solutions enable ZO clients to identify TV preferences of online audiences who are currently in-market for a product category, are actively shopping for a particular brand and have taken a specific online action. Used to inform TV buying and allocations, Collective’s multi-screen analytics will be utilised to increase the efficiency and effectiveness of TV buys and help fuel ZenithOptimedia’s LIVE ROI proposition.
Built on Collective’s TV Accelerator platform, which was launched in 2011 and has been adopted by over 100 advertisers, the new solution, called TVA Analytics, integrates data about TV viewing from digital set-top-box data with data from clients’ websites. TVA Analytics enables advertisers to understand which TV shows are being watched by their most valuable customers—the ones who are on their website and showing in-market behaviours for their category and for their brand.
Coming out of the 2013 upfront media buying season, ZO agencies will be the first media buying agency to have access to Collective’s TVA Analytics. The deal between ZO and Collective provides brand advertisers with an ability to add a new data source to help inform and optimise media decision-making across screens. Getting close to real time optimisation across all media touch points is a key pillar of ZenithOptimedia’s Live ROI approach.
“Informing our Client’s investments with data and leveraging the power of real-time human signals is crucial in maximising ROI” said John Nitti, President, Activation, Zenith. “Through Collective, we have the ability to optimize a specific day part, network or programme based on multi-screen data at scale that has immense power and immediate benefit for our clients.”